ESPN is the most expensive cable channel. They charge the provider roughly $4/month if it is part of a main package, or $20/month if it is part of an upgrade.
One would think if this gets a decent adoption rate that they could/should offer such channels a more lucrative deal than what current providers offer. This all depends, of course, on how they can make money off this and how much.
According to The Verge: "There's a basic version with network channels and some basic cable, on up to the movie channels like HBO." So it looks like you can get HBO...
Yep, looks like they haven't been able to secure deals with the big providers - Disney (ESPN, ABC Family), Fox (FX, Fox Sports Net), or Time Warner (CNN, TNT). I imagine this will change over time.